Some sample of my writing

1. Angela Frucci
Content Strategist, Copywriter, Technology Writer

2. Angela Frucci
Portfolio of Writing Samples

3. Telmate
Worked with UX and design to resolve the challenge of
users confusing company brand with product brand and
going to the wrong website. This project was the first step
in a complete redesign of the website.
Working with product/UX designer, created an interstitial
modal with easy interface language that appears to first-
time site visitors and proposes a simple, interactive
choice. Provided data-informed insights to improve
existing user experiences.
Link: telmate.com
AUDIENCE (UX) SEGMENTATION
Current Iterations
Earlier Iterations

4. Telmate
I led content strategy on a complete redesign of a
marketing website and resonant brand experience.
Primary objectives of redesign focused on:
• Working with UX and design to improve way-finding and
get misdirected users to correct website
• Making content speak more succinctly to product
offerings
• Making it easier for users to find content they want with
standardized look, feel and messaging
• Making site with a human-focused/testimonial-based
approach
• Using words to tell stories that make people think.
Link: telmate.com
MARKETING SITE REDESIGN (A)
Before Redesign
After Redesign

5. Telmate
I worked closely with UX, designer and web developer on
website information architecture and interactivity to
reinforce clear, concise messaging along with video,
imagery, graphics and other supporting media.
I consolidated content and brought a minimalist and
human approach to the website.
Link: telmate.com
MARKETING SITE REDESIGN (B)

6. Telmate
Reimagined content-driven pages like news and programs
make them easier to scan and navigate. Fully responsive
site with self contained pages for each site that sales can
send to prospective customers.
Link: telmate.com
MARKETING SITE REDESIGN (C)

7. Telmate Tablet
I wrote friendly, actionable UX copy for a customized
Android tablet and simple on-boarding experience. I
strategized content for a brand that is consumed by
multiple audiences and stays aligned with product
narratives across all digital touch points.
Problem: Users were not logging into the tablet product.
Field investigation was done. We discovered users
thought they were getting charged to learn.
Solution: We provided a simple and concise on-boarding
experience and minimal content. Worked with UX on
consistency in tone and visually consistency across other
product offerings.
MOBILE ECOMMERCE

8. Transactional Emails
Increased contact traction by rewriting the content,
optimizing the in-product user interface text, and
redesigning contact emails. I worked with a developer and
designer to push Mandrill email service that provides an
easy way for us to implement an HTML templating system
for our emails. We implemented a nice design template
where content and design can be updated at any time and
isn’t limited by a sprint schedule.
MOBILE ECOMMERCE

9. GettingOut Mobile Apps
Created Android/iOS help copy, buttons and other in-
product contexts with a mobile mind to have an effective
mobile presence.
Problem: Our presence on the App Store and Google Play
Store was at bare minimum, out of boiler plate.
Solution: Collaborated with product manager, dev team,
UX, and designer. This is the result our styling-out
branding and content to bolster our presence and entice
new users to download the apps.
UX FOR MOBILE

10. GettingOut Mobile Apps
This ad was designed with content that encourages users
to download the mobile app. Ad doesn’t appear to users
until after they have created an account and won’t appear
again if they click “No thanks.”
UX FOR MOBILE

11. Facebook Retargeting Ads
Cross-functional strategy, development and publishing of
Facebook retargeting ads with a total of 254,130
impressions, driving traffic to our website with an average
3.44% CTR.
AD CAMPAIGNS

12. Help Center
Developed human-friendly, helpful content that provides
easy, accurate information customers need to solve
problems and get product support. Improved content
based on analytics and feedback.
CONTENT STRATEGY

13. Guardian Mobile App
Users of the Guardian app needed a way to experience
customized check-ins, and access FAQs, and tutorial
videos. I created minimal, scannable user interface text to
guide users through a successful app experience.
UX FOR MOBILE

14. Telmate
I’m Collaborating with UX/UI designer to create a living
style guide to document reusable components. This will
help maintain consistent styles and UX patterns defined
by product teams.
I also developed traditional style guides for one parent
brand, one child brand, and one brand supported by the
brand attributes of the parent brand.
BRANDING/STYLE GUIDES

15. Collaborated with experience design group to develop
brand positioning, identity, and website to make Stanford
University affiliate program (Media X) more attractive to
potential partners.
I worked with UX/UI, strategists, and designers on high-
level content strategy and copywriting. I translated the
complex vision that Media X provided, into crisp, simple
and compelling language.
Link: http://mediax.stanford.edu
Venables Bell & Partners
AGENCY EXPERIENCE, WEBSITE REDESIGN

16. I wrote technical, but engaging, user-friendly content that
was determined by community engagement including:
online help content, UI text, reference guides, user
guides, and other deliverables for Oscar and Grammy
winning product.
I also managed localization for all guides and wrote online
help content and UI text that internationalized well.
Avid: Pro Tools
TECHNOLOGY WRITER

17. Angela Frucci
Journalist

18. Wrote travel piece about Boise, Idaho for Weekend
Escape. 6/25/2015
Link: http://goo.gl/uyluqf
Los Angeles Times
TRAVEL WRITER, PHOTOGRAPHER

19. Co-wrote script with producer for a short film. Scouted 22
locations for a 6-day shoot in Milan and Como (part of the
series “7 Short Films About Love”). 2012
Link: http://goo.gl/64GuS1
02 Films
SCRIPT WRITER

20. Wrote feature piece w/pics, plus other snippets for Wired
blog. 10/22/2009
Link: http://goo.gl/N3FaCV
Wired Blog/Autopia
BLOGGER

21. Wrote, recorded, narrated and produced radio story about
Ge Wang, the co-founder of Smule, and inventor of the
iPhone app called “Ocarina.” 8/14/2009
Link: http://goo.gl/8NQ7PI
Studio 360
RADIO JOURNALIST

22. Wrote technology-driven, pop-culture feature piece for
Sunday New York Times, Arts & Leisure. 10/8/2006
Link: http://goo.gl/fY81jf
New York Times
TECHNOLOGY JOURNALIST

23. Covered the Vatican including the events surrounding the
illness, death of Pope John Paul II. 4/2/05
Link: http://goo.gl/7vq1g4
San Francisco Chronicle
FOREIGN CORRESPONDENT

24. Thank You.
angela.frucci@gmail.com